WOODLANDSlocal
Inside Business
46
Woodlands Local | Kensitas Club Relaunch
CASHING IN ON KENSITAS CLUB RELAUNCH Once an iconic brand on every Scottish tobacco gantry, Kensitas Club aims to return to its former glory days thanks to a full relaunch of the brand at a much reduced RSP of only £7.65. Woodlands Local is working with brand owner JTI to examine the challenges of relaunching a major brand in a dark market.
O
nce upon a time the Kensitas Club cigarette brand counted itself among the icons of local retailing in Scotland. Anyone over the age of 40 or 50 will no doubt remember the striking blue and gold packs and the frenzied collection of the famous ‘Kensitas Coupons’ that shoppers received every time they bought a pack. The Kensitas Coupons were redeemable for a wide range of consumer goods and it’s probably fair to say that the scheme was one of the original mass participation loyalty schemes in the industry.
SCOTTISH FOCUS For reasons not entirely well understood, Kensitas Club – or Club as it was shortened to – was far more of a hit in Scotland than it was across the rest of the UK.
SLR | FEBRUARY 2018
The full flavour that characterises the brand undoubtedly played a part but the overwhelming success of the brand was something that brand owners JTI were obviously very happy to see. Over the years however, as consumption patterns changed, a flood of NPD hit the market and competition intensified, the brand slowly lost market share. The seismic shift to value cigarettes in the last decade or so effectively meant that Club became a niche premium brand, albeit with a very loyal following. That’s certainly how the brand performs in Woodlands Local. It’s a long way down our list of top selling cigarette lines by volume although it does have a small base of shoppers that will settle for nothing else and buy the product regularly.
WHAT YOU NEED TO KNOW: Q RSP REDUCED TO £7.65 Q SUPERKINGS 20S LAUNCHED TO ACCOMPANY THE ESTABLISHED KING SIZE Q BOTH LINES SHARE THE SAME RSP Q WORDING REVERTS TO ‘KENSITAS CLUB’ ON-PACK
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